Rocycle

What Rocycle does

Rocycle is a boutique fitness studio brand operating under the Rostudios umbrella, headquartered in Amsterdam, Netherlands, with a Western European operating footprint that includes Belgium. Founded in 2015, the company delivers premium group fitness experiences through two distinct product modalities: Rocycle, a 45-minute music-driven indoor cycling workout conducted in low-light, rhythm-led environments; and Roform, a 50-minute breath-led reformer Pilates session emphasizing strength, mobility, and grounding. The brand positioning centers on fusing physical exertion with mental wellness through curated music and a mind-body connection framework, described internally as a "macrodose of happiness."

The company's underlying technology is the proprietary Rostudios mobile application, available on iOS and Android, which serves as the primary digital touchpoint for customers to browse class schedules, book sessions, purchase class packages, and manage memberships. This self-service platform enables a product-led direct-to-consumer go-to-market motion with no intermediary sales layer.

Rocycle generates revenue through two streams: one-time class package sales (with an introductory offer of two classes for €22) and recurring membership subscriptions that provide tiered or unlimited studio access. The target customer is a health-conscious fitness enthusiast seeking immersive boutique experiences that blend cardiovascular or strength training with mental relaxation. The company does not disclose specific membership pricing tiers publicly, relying on the app and website as primary conversion channels. Leadership consists of CEO Rogier van Duyn; no other management details are publicly available.

Name

Rocycle

Website

https://rocyclestudios.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Rocycle, operating under the Rostudios brand, is a boutique fitness studio chain headquartered in Amsterdam that offers music-driven indoor cycling (Rocycle) and reformer Pilates (Roform) classes across the Netherlands and Belgium, targeting health-conscious consumers seeking premium mind-body fitness experiences.

Ownership category

akta.pro rank

Product category

Boutique Fitness Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cycling/Spin Classes (HSADABAE)

akta.pro secondary industry

Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Boutique fitness studios
• Indoor cycling classes
• Reformer pilates workouts
• Group fitness memberships
• Fitness class packages

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Class Package Sales: Customers purchase class packages (e.g., '2 classes for €22' first-time offer) to attend individual fitness classes including Rocycle indoor cycling and Roform reformer Pilates sessions.
2. Membership Subscriptions: Recurring membership plans allowing unlimited or tiered access to studio classes, providing predictable recurring revenue from dedicated fitness enthusiasts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Rocycle operates boutique fitness studios offering indoor cycling classes (Rocycle) and reformer Pilates-inspired workouts (Roform) under the Rostudios brand. Customers purchase class packages or memberships and attend in-studio sessions led by instructors, with bookings managed through the Rostudios mobile app and website.

Product overview

Rocycle is the consumer-facing brand for indoor cycling classes under the Rostudios fitness studio umbrella. The company offers two distinct workout products: Rocycle (a 45-minute high-energy indoor cycling session) and Roform (a 50-minute Pilates-inspired reformer workout). Both classes emphasize the integration of music, breathwork, and mind-body connection as core differentiators, and are accessible via the Rostudios mobile app available on iOS and Android platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Rocycle: A 45-minute full-body indoor cycling workout that energizes and puts you into the light.
• Roform

Products and services

• Rocycle A 45-minute full-body indoor cycling workout designed to energize participants through music-driven, low-light, rhythm-focused sessions that combine cardiovascular exercise with mental relaxation and stress release. Offered to individual consumers attending boutique fitness studios across Western Europe.
• Roform A 50-minute breath-led reformer Pilates-inspired workout combining strength, mobility, and breathwork through slow, deliberate movements that focus on grounding and mind-body connection. Offered to individual consumers attending boutique fitness studios across Western Europe.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Equinox: Equinox operates premium fitness clubs with cycling, Pilates, and group classes globally. Comparable to Rostudios as a broader premium incumbent offering both cycling and Pilates within an upscale urban fitness umbrella.
• Peloton: Peloton is the dominant connected-fitness incumbent offering indoor cycling, strength, and mind-body content via subscription and hardware. Comparable as a broader incumbent competing for the same premium fitness consumer spend that Rocycle targets, though delivery model (in-studio vs. at-home) differs.

Direct peers

• Barry's Bootcamp: Barry's is a global boutique fitness operator combining high-intensity interval training with a premium, music-curated studio experience. Comparable to Rostudios as a multi-modality premium boutique fitness brand targeting affluent urban consumers.
• CycleBar: CycleBar is a US-based boutique indoor cycling franchise with music-driven classes and premium studio environments. Comparable to Rocycle in core modality, class format, and target customer segment.
• F45 Training: F45 is a global boutique fitness franchise combining functional training with branded, music-led group sessions. Comparable to Rostudios as a multi-modality boutique operator with a consistent branded class experience and direct-to-consumer sales motion.
• 1Rebel: 1Rebel is a London-based boutique fitness studio offering indoor cycling and group training in a premium, design-led environment. Closely comparable to Rocycle as a European boutique cycling brand with comparable price positioning and experiential focus.
• SoulCycle: SoulCycle is the archetypal US boutique indoor cycling brand, offering music-driven, low-light cycling classes in a premium studio environment. Directly comparable to Rocycle's core cycling offering and sensory/atmosphere positioning.
• Pure Yoga: Pure Yoga is a premium boutique yoga and Pilates studio operator in Hong Kong and other Asian markets. Comparable to Roform (reformer Pilates) in modality and to Rostudios' mind-body, premium positioning.

Regional players

• Basic-Fit: Basic-Fit is the largest low-cost fitness chain in the Netherlands and Belgium. Comparable as a regional fitness operator competing for the same Western European consumer fitness spend that Rocycle targets, though at a different price tier.

Emerging players

• PLAZA Pilates / Reformer Pilates studios: Emerging boutique reformer Pilates brands such as Reformer Pilates studios target the same affluent, mind-body-focused urban consumer as Roform. Comparable as niche emerging operators in the reformer Pilates segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• LinkedInlinkedin.com/company/rocycle

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rocycle